Decisions and Coordination in E-Commerce Supply Chain under Logistics Outsourcing and Altruistic Preferences

Considering the peculiarities of logistics in electronic commerce (e-commerce) supply chain (ESC) and e-commerce platform’s altruistic preferences, a model including an platform, third-party service provider, manufacturer is constructed. Based on this, three decision models are proposed equilibrium solutions obtained by Stackelberg game. Then, “altruistic preference joint fixed-cost” contract to maximize system efficiency. Finally, numerical analysis used validate findings paper. The article not only analyzes compares optimal decisions under different ESC models, but also explores intrinsic factors affecting decisions. This paper finds that conclusions dual-channel chains or traditional do necessarily apply ESC, effect behavior influenced consumer preferences. Moreover, there multiparty win–win state for this can be achieved through contract. Therefore, contribute development market cooperation members.